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GroupM expands multicultural offering across all agencies

10 April, 2013


MEC’s Gonzalo Del Fa will become President, GroupM Multicultural

NEW YORK — GroupM announced today it is expanding its already robust lineup of multicultural media services under the auspices of a newly established unit called GroupM Multicultural.

The announcement was made by GroupM North America CEO Kelly Clark, who said the new division would be led by Gonzalo Del Fa, an experienced, multicultural media agency executive who is currently Managing Director of MEC Bravo, the Hispanic media specialist division at GroupM agency MEC.

“Our agencies already offer a wide range of multicultural services, and have done so for some time. But the time has come to raise the stakes,” Clark said in making the announcement. “The multicultural consumer market is already significant to most marketers. It will become even more important in the next few years, and that’s why we’re taking major steps to increase our resources and expertise in this crucial area.”

As part of this expansion, the multicultural units at Maxus, MEC, MediaCom and Mindshare will be adding staff and increasing services to clients through new insights and tools for the multicultural market. The goal is to provide clients with a more relevant, informative and trustworthy point of view of all multicultural markets and audiences across the US, resulting in tailored communications strategies based on in-depth knowledge of consumers.

New and improved services will include the following:

  • Nuevo American: A proprietary multi-cultural segmentation model that goes beyond traditional dynamics – such as language spoken or level of acculturation – to include predictive factors, such as attitudes and behaviors. 
  • Optima: A proprietary platform that optimizes a total brand budget across General Market and the different multicultural audiences, based on factors such as audience size, share of sales, media influence, brand awareness and usage and others. The tool's open architecture allows for many factors to be considered simultaneously. 
  • Total Reach: A tool that estimates total plan reach, by accounting for “spill” from general market media to Hispanic audiences. The tool maximizes total impact, while driving efficiencies across all communication platforms. 
  • Precision: A proprietary single-source data platform that combines audience-viewing behavior with purchase data to assess the impact of media on multi-cultural purchase activity. The platform takes into account variables such as penetration, purchase frequency and purchase size per trip.
Del Fa begins his new role immediately. The heads of the GroupM agencies’ multicultural teams will report to him as well as to their agency leaders.

“We’re very serious about this expansion,” Clark said. “This is an across-the-board commitment to elevate our multicultural offering, with Gonzalo spearheading our efforts.”

Del Fa first joined GroupM in 2003 as Managing Director of MEC Argentina. In 2006, he moved to New York to launch MEC Bravo. Prior to joining GroupM, he worked for Editorial Televisa as Publisher of its New York office. Previously, he was the Marketing and Sales Manager of Hachette Filipacchi Agea, the largest multimedia conglomerate in Argentina. He began his career at American Express Argentina, rising to the position of Marketing and Sales Manager after five years in the company.

“I’m very pleased to be moving into a GroupM role, further enabling me to work directly with each of our agencies,” Del Fa said. “I look forward to continuing to help expand our efforts in this very important arena. Providing our clients with multicultural insights will allow them to target these audiences in a more impactful and addressable way than ever before.”

A photo of Gonzalo Del Fa is available on request.

GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.

John Wolfe
Office: +1 212-297-7160
Cell: +1 914-659-8663

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